In 1989 two visionaries, Paul Mitchell Systems co-founder John Paul DeJoria, and entrepreneur Martin Crowley formed The Patrón Spirits Company with the singular goal of producing "the best tequila in the world." They took the 100% pure Weber blue agave, grown in the hills of Jalisco Mexico, and blended traditional techniques with modern technology. They created the world's first ultra-premium tequila.

Under the stewardship of DeJoria and former Seagram executive Ed Brown, a new distilling and bottling factory was built in Jalisco. With the guidance of the renowned master distiller Francisco Alcaraz, the new factory (the Hacienda del Patrón) was designed to be state-of-the-art with a core steeped in tradition. Patrón Tequila is today the world's number one ultra-premium tequila, available in more than 140 countries across the globe.

Patrón Tequila has been recognized with numerous honors, including the American Academy of Hospitality Sciences "Five Star Diamond" award, Impact Magazine's "Hot Brand of the Year" award, "Company of the Year" honors from the Beverage Forum, "Spirit Brand of the Year" from Market Watch Magazine, inclusion in Advertising Age Magazine's "Marketing 50" list, and a Drinks International "Travel Retail Excellence" award.